Maybe it is the Jazz at the coffee shop. Maybe it is the fact that, today, I will be recording my next ADS Podcast about audience retention. I had not planned to post today, but I have been sparked by this energy.
What is on my mind is the core of audience retention – the building of relationships with your audience members, donors, volunteers, etc. You know over the years I have communicated how important relationships are for building audiences and support. It is also a good idea for your own life.
Today, I have been considering how our world has changed. I used to have more coffee dates than I do now. I used to be a part of more groups. I used to be involved in the outside world more.
The times are creating a very strange new world of fake connection.
Yeah, I said it, because I see it. It is so easy to be busy and use social media to do our connecting for us. Posting something interesting to get likes and comments is necessary for business, but what is this type of behavior doing to our ability to create real and honest connections?
When was the last time you had a deep and meaningful conversation with an audience member? When is the last time you sat down with a special donor and heard and understood why they donate to your organization? When is the last time you posted something brutally honest and raw on social media?
We are protected by this layer of the new social conventions. I am not saying to wave your freak flag to the point of being naked beyond belief, but I am saying that without the openness of truly being ourselves, we are hiding behind made up personas that do not create relationships that will matter.
I am looking forward to speaking with Dan Meagher of the Diablo Ballet about what he calls “Lazy Marketing.” I have often thought the same thoughts, but no one has been totally brave enough to point the finger at ourselves to find out what truly is going wrong.
We have the technology to find and use all sorts of data to “know” our audiences. This data is useful in many ways. However, we are still ignoring the face to face, heart to heart relationships that will propel us forward to healthier arts businesses.
Yes, it is work to clear your schedule and meet with one person, but think about how meaningful it could be if this person turns out to change your world for the better, and change your organization’s circumstances. Perhaps they have an awesome idea. Perhaps they have money for your awesome idea. Or maybe, they can put you in touch with the exact people you require to start that new project.
The point is, all the social media, data, and mass marketing in the world is not going to build true relationships. And, as you can see, relationships matter.
2-Point Plan for Relationship Matters
- For 2019, I challenge all of you to start a coffee budget. Use this budget to meet with people face to face again. Go with the intentions of getting to know one another better. No agenda for anything.
- Also, start sending those HAY emails (How Are You?). Again, no agenda for anything but to reach out and find out what is happening in their lives.
Find out what will organically happen when you spend quality time together!
Do these two suggestions, and report back. In fact, let’s do this together! I know we will reap the benefits of getting back to building real relationships.
Life can be magical. When you live your life with pure intentions, with the intention of connecting for the joy of connecting, amazing things start to happen. You will find more possibilities, opportunities, and support than ever before. You will discover how much relationships matter.
Cheers to happy and loyal audiences,
Shoshana
Shoshana Fanizza
Chief Audience Builder, Audience Development Specialists
Do you have an audience retention idea? Send me a VM and you can be on the ADS Podcast!
Following up with one last thought. There is a way to use social media for real connections (to go beyond the masked personas we post); it’s called taking the relationships to the next level. I have met several of my tweeps in person or on Skype for personal conversations. So, there is a way to build relationships using social media. The connections can be real, and when you go further into getting to know these amazing people, the relationships become more meaningful than you could have imagined.